That sounds like what Google's PR department would say, right before their lobbying arm turns around and promotes a data privacy law that absolutely obliterates

That sounds like what Google's PR department would say, right before their lobbying arm turns around and promotes a data privacy law that absolutely obliterates citizen rights. The smaller data broker can't afford the privacy-compromising lobbyist department, so I would still rate them less dangerous for privacy overall. I'm not even sure the big companies do a better job, it's certainly more damaging when it goes badly (e.g. Equifax)